Malibu aimed to connect with Dutch students by focusing on cities with high student populations. Fourteen cities were selected, each receiving a tailored message. Using HTML5, Malibu leveraged dynamic creatives to customize the message based on the city where it was displayed.
The campaign showcased the power of programmatic digital out-of-home. Malibu used data to pinpoint the most effective screens to target and created 14 unique creatives in multiple formats efficiently. This approach combined precision targeting with creative flexibility, delivering a highly engaging and cost-effective campaign.